Intel's 2nd Generation Core processor features new visual features that could transform your everyday computing experience. How could we make these features exciting for a non-technical audience?

THE IDEA

We created The Escape - part YouTube film, part game, and part product demo. In The Escape, our audience became heroes of a techno-thriller, using the features of the Intel Core to save a femme fatale and elude two ruthless pursuers. Along the way, players picked computerised locks, fought enemies, piloted a combat drone, drafted Facebook friends into battle, and played with special content on their phones in the form of an Apple iAd. This wasn't about watching a YouTube video. It was about playing it.

RESULTS

This three-month campaign reached more than double its targets within the first month, with almost 700,000 views recorded in the first four weeks.